B-M's offices in South Korea, China, Hong Kong and Singapore are co-ordinating the project.

The agency won the account after a pitch in HK earlier this year against sports marketing specialist Octagon, as well as Samsung Electronics' regional PR consultancy Edelman PR Worldwide and its Korean marketing partner Cheil Communications.

Merit/B-M representative director in South Korea Bryan Matthews said his office is now leading the project.

B-M in Korea assisted the organising committees for the Seoul Asian Games in 1986, the Seoul Olympics in 1988 and for this year's World Cup.

Samsung is the Games' official partner in the audio/visual, home appliances and wireless telecoms categories.